| Problems and Measures on China' s Advertising Agent SystemAs a new industry which serves directly for the market economy, advertising has played an indispensable role in national economy since the opening up policy was carried out and the national economy grows rapidly.Some experts hold China must accelerate the reform of advertising industry and gradually set up an advertising agent system in which enterprises will be the main subjects in market and government supervision and censorship to be carried out to make sure ads could exert more roles in guiding enterprises to enter into market.Introducing and carrying out advertising agent are of great significance in China as it is widely used internationally, it is also symbol in modern advertising industry and an advanced business form. However, China was in predicaments while carrying out the system.The paper tries to sum up the problems the advertising agent system has in its development process since it was introduced to China by an overall study on two basic modes, the European-American style and the Japanese-South Korean one.The paper analyzes main reasons for those problems in view of China's actual situation, and finally puts forward approaches for solving the problems and hopes to give some advice on the development of advertising agent in China. |
